Modess DM MODESS ANGELS by BBDO Guerrero Makati City

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Industry Cleaning Products, Detergents & Wood protectors
Media Direct marketing
Market Philippines
Agency BBDO Guerrero Makati City
Art Director Leah Mababangloob, Ian Sta. Maria
Designer Rizza Garcia, Sugar Perez
Producer Aldous Pagaduan
Released March 2011

Credits & Description

Category: Traffic & Brand Building
Product/Service: MODESS
Date of First Appearance: Mar 23 2011
Entrant Company: BBDO GUERRERO, Makati City, THE PHILIPPINES
Chief Creative Officer / Writer: David Guerrero (BBDO Guerrero / Proximity Philippines)
Executive Creative Director / Writer: Tin Sanchez (BBDO Guerrero / Proximity Philippines)
Executive Creative Director / Art Director: Brandie Tan (BBDO Guerrero / Proximity Philippines)
Associate Creative Director / Writer: Jao Bautista (BBDO Guerrero / Proximity Philippines)
Creative Director / Writer: Pia Roxas (BBDO Guerrero / Proximity Philippines)
Writer: Eia Garcia (BBDO Guerrero / Proximity Philippines)
Art Director: Ian Sta Maria (BBDO Guerrero / Proximity Philippines)
Art Director: Leah Mababangloob (BBDO Guerrero / Proximity Philippines)
Group Account Director: Felicia Almario (BBDO Guerrero / Proximity Philippines)
Account Manager: Ad Hunter (BBDO Guerrero / Proximity Philippines)
Account Manager: Tet Suntay (BBDO Guerrero / Proximity Philippines)
Account Manager: Jenny Cruz (BBDO Guerrero / Proximity Philippines)
Producer: Aldous Pagaduan (BBDO Guerrero / Proximity Philippines)
Print Producer: Al Salvador (BBDO Guerrero / Proximity Philippines)
Final Art: Manny Vailoces (BBDO Guerrero / Proximity Philippines)
Designer: Sugar Perez (BBDO Guerrero / Proximity Philippines)
Designer: Rizza Garcia (BBDO Guerrero / Proximity Philippines)
Web Designer: Karen Gosingan (BBDO Guerrero / Proximity Philippines)
Developer: JP Loh (BBDO Guerrero / Proximity Philippines)
Developer: Xerg Aguilar (BBDO Guerrero / Proximity Philippines)
Media placement: TV Campaign - 300 Spots - ABS CBN Channel 2, GMA Channel 7 - March 1, 2010
Media placement: Online - Facebook - March 3, 2010
Media placement: Viral Videos - Youtube - March 1, 2010

Describe the brief/objective of the direct campaign.
Modess needed to strengthen affinity with its teen audience. It was losing out to its competitor, Whisper, whose campaigns revolved around being popular and stylish. Brand KPIs were: Increases in emotional imagery scores, specifically in “brand that supports and empowers women,” and “brand that reflects the reality of women today.” This led to a strategy of substance versus style.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to use Women’s month 2010 as the platform to assert that women are more than just pretty faces, nice hair and white teeth– as typically portrayed in personal care commercials. Women were invited to prove it through TV and viral videos by volunteering as ‘Angels’ who would help typhoon victims in evacuation camps. Every sign -up would mean 1 donation of a personal hygiene kit for a typhoon victim. The goal was 30,000 sign-ups in 2 months. A group on Facebook became the headquarters – along with an app that customized profile pictures to show support.

Explain why the creative execution was relevant to the product or service.

The Philippines has recently overtaken France as the world’s fifth largest facebook population and women are in the majority. The Modess Angels page now stands at over 40,000 strong. A moderator continues to inspire the group to share links, videos and stories that kept people coming back well beyond the initial crisis.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just 3 weeks, 38,015 women volunteered to become a Modess Angel, exceeding the target in less than a month. The campaign impacted positively on Modess’ emotional imagery. Scores for “brand that empowers women” increased by 12%, increases for “leader/ #1” (8%) and “”friend who supports me” (4%). Moreover, the gains in imagery translated to consumption, with consumer index for Brand Used Most Often increasing by 10%, taking from Whisper’s share of the business. The brand also experienced a +8% increase in sales, after multiple months of decline.